The ability and willingness to keep promises and satisfy

customer needs.

The good intentions of the brand in relation to the

customers’ interests and welfare.

Defining brand trust

Тrust is everything when it comes to the digital marketplace. With false information, sketchy data trading deals and over-promises defining our communications landscape; switching costs nearly

imperceptible; and the sensitivity towards data-sharing at an all-time high, customers have no reason to stick with companies that they don’t find trustworthy.

How much the customer feels they can rely on the brand to do what it promises.

The state of brand trust today

How to build customer trust

2. Delight customers by showingyou understand their needs

1. Practice proactive, responsible marketing

With the costs of acquisition rising and the imperative of customer retention growing, can you afford to not be one of the trusted?

Are more loyalto brands they trust

Customers may be perpetually worried about usage of their data, but the majority of them click through user agreements anyway because they feel the problem is too large for an individual to

solve. However, when their data is misused, it can still create a significant backlash:

It’s the age of customer empowerment, so don’t fight it. Instead, embrace it and be proactive. Being transparent

can go a long way towards establishing trust with your customers.

Trust has to be earned. And how do you earn that trust? By showing that your brand not only understands customer

needs beyond first transactions, but also cares about them as individuals as well.

You have customer data right at your fingertips, so why not use it to observe buying behavior, then tailor your marketing on a personal basis? Whether

they’re successful or a failure, personalization efforts are highly memorable, so personalization at scale in the right manner is crucial to establishing your

brand as a reputable and trustworthy one.

3. Use customer datato personalize experiences

Building brand trust:Marketing for

trust-basedcustomer relationships

61%

Decreasein retention18%

Need brands to prove themselves before considering purchasing

79% Expect brands to know what they have purchased online(but only 19% have experienced this)

41%

Decreasein spending15%

Distrust brands42%

Dissuasion of others from using that brand

Feel frustrated when served ads for irrelevant products

60% Feel frustrated when brands get their names wrong in communication

76%

Will likely become repeat buyers after personalized shopping experiences with a brand

44%

Distrust brand advertising69%

Have switched providers because they lost trust in the company43%

Azize Sahin, Cemal Zehir, Hakan Kitapçı (2011). “The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands” Procedia Social and Behavioral Sciences 24 https://www.sciencedirect.com/science/article/pii/S1877042811016715

Ipsos Connect & Trinity Mirror (2017). “When Trust Falls Down. How brands got here and what they need to do about it” https://www.ipsos.com/sites/default/files/2017-06/Ipsos_Connect_When_Trust_Falls_Down.pdf

Accenture Strategy (2017). “Seeing Beyond The Loyalty Illusion: It’s Time You Invest More Wisely” https://www.accenture.com/nl-en/insight-customer-loyalty-gcpr

Victor Milligan (2017). “The Decline Of Consumer Trust And What To Do About It” Forrester Blogs / Forrester What It Means Podcast https://go.forrester.com/blogs/the-decline-of-consumer-trust-and-what-to-do-about-it/

Wunderman (2017). “Wantedness.” https://www.wantedness.com/

Segment (2017). “The 2017 State of Personalization Report” http://grow.segment.com/Segment-2017-Personalization-Report.pdf

Resources

Brand trust

Customers are fed up with disingenuous marketing campaigns, repetitive ads and one-size-fits-all communication from brands. Once burned,

customers will switch without a second thought. The challenge that stands before marketers is to prove themselves trustworthy, concerned, and

helpful - not just once, but time and time again.